| Description |
189 pages ; 21 cm |
| Note |
Includes index. |
| Summary |
"Try 151 Quick Ideas for Advertising on a Shoestring. This invaluable book will give your advertising the lift it needs, at a lower cost. Inside you will learn how to find good customers inexpensively and use superior relationship marketing to keep them buying your products. You?ll get ideas in all aspects of advertising, from databases and direct mail to Internet and e-mail. See where you can cut corners, and how to get cheap and even free advertising"--Back cover. |
| Contents |
1. Find New Products for Current Customers -- 2. Stick to a Budget -- 3. Consultants on Commission? -- 4. Opportunity Budget -- 5. Define Your Unique Selling Proposition -- 6. Be the Best You Can Be -- 7. Big Ideas Mean Big Business -- 8. Increase Payment Options -- 9. Exchange With Noncompetitive Businesses -- 10. Donate -- 11. Give a Break to Nonprofits -- 12. Establish the Lifetime Value of Your Customers -- 13. Make Lemonade From Lemons -- 14. Build Your Business Carefully -- 15. Mail Catalogs to Online Buyers -- 16. Your Cover Is More Than a Pretty Picture -- 17. Create a Co-Op Bulletin Board -- 18. Use Strong Selling Words for Success -- 19. Let Testimonials Sell for You -- 20. Problem/Solution Formula -- 21. Never Forget the "P.S." -- 22. Multi-Purpose Brochure -- 23. Find Fresh Talent -- 24. Standard Formats Save Money -- 25. Copy Do's and Don'ts -- 26. Keep It Personal -- 27. Design Do's and Don'ts -- 28. Make Your Banner Ads Rock -- 29. Turn Your Customer List Into a Database -- 30. Enhance Your Customer List -- 31. Contests Grow Lists -- 32. Test New Offers in Every Mailing -- 33. List Exchanges Save Money -- 34. 80/20 Rule -- 35. Follow Postal Requirements -- 36. Negotiate List Prices -- 37. Promote Customers Often -- 38. More List Negotiation -- 39. Create Multi-Buyers -- 40. Rent Lists Carefully -- 41. To Pay or Not to Pay ... Postage -- 42. Duplicate Names Are Multi-Buyers -- 43. Direct Mail for Lead Generation? -- 44. Save Money on National Cable -- 45. Soap Operas Aren't Responsive -- 46. Infomercials Are Expensive -- 47. Best Programming for DRTV Success -- 48. What Are the Best Times to Run DRTV Advertising? -- 49. Reduce DRTV Budget for Busy Retail Seasons -- 50. Run Heavily in Best Seasons -- 51. Run-of-Station Is Cheapest -- 52. DRTV Is Best for Demonstrations -- 53. Ask for the Order -- 54. No DRTV Time Available -- 55. Broad Rotations Get the Best Clearance -- 56. Consumer E-mail -- 57. Business-to-Business E-mail -- 58. Never Send an E-mail Without an Offer -- 59. Getting E-mail Read -- 60. E-mail Is Free -- 61. E-mail Response Is Fast -- 62. E-mail Electronic Gift Cards -- 63. E-mail Mistakes to Avoid -- 64. Foolproof Fulfillment -- 65. Increase Your Customers' Lifetime Value -- 66. Use Direct Marketing -- 67. Establish Your Seasonality -- 68. Integrate Your Marketing, Maintain Your Image -- 69. Create Separate Pages for Internet Ads -- 70. Holiday Advertising on the Net -- 71. Magazine Remnants Save Money -- 72. Use of Color in Magazine Ads -- 73. Small Space Ad Units Make a Difference -- 74. Insert Cards Create Response -- 75. Are Special Issues Right for You? -- 76. Time Your Ads for Maximum Impact -- 77. Use Magazines to Create a Leadership Program -- 78. Split Testing in Magazines -- 79. TV Guide Is Great for Testing -- 80. How to Project Early -- 81. Bingo Cards -- 82. Select the Right Media for Your Business -- 83. Create a Take-One Exchange -- 84. Make Money With Package Inserts -- 85. Evaluate Media Using CPM -- 86. Always Negotiate Rates -- 87. Use Your Best Media First -- 88. Standby Space Can Save You a Bundle -- 89. Timing Newspaper Ads Is Key -- 90. Know What Days to Run Newspaper Ads -- 91. Target by Newspaper Section -- 92. Target by Newspaper Columns -- 93. Should You Use Color in Newspaper Ads? -- 94. Newspaper Frequency Discounts Save Money -- 95. Pre-Printed Inserts in Newspapers -- 96. Coupon Booklets Have Low Rates -- 97. Larger Newspapers Offer More Options -- 98. What Ad Sizes Are Best? -- 99. Design Is Paramount in Small-Space Ads? -- 100. Keep Creativity Fresh -- 101. Hire a Newspaper-Savvy Creative Team -- 102. Offer Testing: A Way of Life -- 103. All-Important Guarantee -- 104. Keep Your Product the Star -- 105. Try Newsletters-They're Inexpensive -- 106. Video Offers Work on TV -- 107. Sweepstakes and Contests -- 108. Installment Offers Boost Response -- 109. Tailor Offers to Suit Customers -- 110. Add a Sticker for Last Minute Offers -- 111. Free Shipping-Always a Winning Offer -- 112. Send an Offer in an E-mail That Is Guaranteed to Be Read -- 113. Work With Printer's Format -- 114. Saving Paper Saves Money -- 115. Gang Up Printing and Save Big Money -- 116. Save Money by Folding Instead of Cutting -- 117. Samples Make Sales -- 118. Be Your Own Premium -- 119. Cross-Promotion Saves Money -- 120. Ride-Alongs Reduce Postage Pinch -- 121. Back Local Contests and Giveaways -- 122. Not Great for Direct Response -- 123. A.M./P.M. Drives for Awareness -- 124. Barter for Time to Save Money -- 125. Vanity Phone Number: The Way to Go -- 126. Top-Notch Customer Service Increases Lifetime Value -- 127. Loyalty Cards Pay Off -- 128. Good Communication Creates Loyalty -- 129. Use Research to Reduce Mistakes -- 130. Run Contests in Your Store -- 131. Use Technology to Drive Store Traffic -- 132. Use Your Store Window to Showcase Offers -- 133. In-Store Pick-Up Increases Sales -- 134. In-Store Events for Online Customers -- 135. Upselling on the Telephone Increases Profit -- 136. Voice Messaging Creates Sales -- 137. Keep Landing Pages Uncluttered -- 138. Websites: Necessities, Not Luxuries -- 139. Test Offers on Your Website -- 140. Create Your Own Bulletin Board -- 141. Keep Your Website Fresh -- 142. Too Flashy With Flash -- 143. Easy Site Navigation Is the Goal -- 144. Use Pop-Ups to Upsell on Your Website -- 145. Run Ads for Google -- 146. Advertise With Google -- 147. Analyze Your Web Stats -- 148. Web Success-Trial and Error -- 149. Make Your Web Content Strong -- 150. Keep It Branded and Service-Oriented -- 151. Create Web Stickiness to Create Success. |
| Language |
English. |
| Subject |
Advertising -- Management.
|
|
Advertising -- Costs.
|
|
Advertising -- Evaluation.
|
|
Advertising -- Costs.
(OCoLC)fst00797599
|
|
Advertising -- Evaluation. (OCoLC)fst00797628
|
|
Advertising -- Management.
(OCoLC)fst00797692
|
| Added Title |
One hundred fifty-one quick ideas for advertising on a shoestring |
|
Advertising on a shoestring |
| ISBN |
9781564149824 (pbk.) |
|
156414982X (pbk.) |
|
